Nando's #PullTheStickOut

Nando's ad work because of one very obvious, very contextually relevent element in their approach.

Something that is very unique to South humour.

Let's face it without a sense of humour, living in South Africa would be the worst mental turmoil imaginable. When a challenging reality itself is rich material for crafting a clever gag; you've found a South African.

As global travellers will tell you, most other places on Earth are distinctly lacking in humour. Nobody has successfully told a joke in Europe since the start of the pandemic. True story.

So with this logical a priori established then, South African ad making should only involve humour; or at the very least...humorous characters that we can all easily place within our broader social circles.

As usual Nando's offers a stand out case study in how it's done.